Saturday, 25 May 2002

Launch of the MG-TF - Lost Weekends supplement with the Guardian

MG-TF launched in press and pursued a strategy of 'Escape Routes' - the idea that the MG-TF would provide escape from your weekday life and facilitate your escape.

To bring this idea to life we targeted weekend media - newspapers and magazines / supplements. We also briefed the Guardian to produce a bespoke supplement reflecting the idea of weekend escape routes - creating our own editorial environment to most effectively showcase the cars' proposition.

The Guardian produced a glossy, 16 page A4 supplement in line with this idea. Images above show how the supplement looked - each spread had editorial and an MG-TF Escape tip. We also ran an advertorial / competition at the back of the supplement and featured 3 ad pages. Furthermore, the supplement was replicated online.

In 2002 advertiser / sponsored supplements were still unusual and this piece got some great standout and strong awareness scores attributed to it. This campaign went on to win a Gold award at the Campaign Awards and this piece of work featured prominently within the submission.